LinEngage Mumbai and Birla White come up with a novel method to pay homage to Lord Ganesha
It’s that time of the year when devotees from all walks of life go out of their way to please Lord Ganesha. Be it via performing a simple aarti at one’s home or paying visits to divine destinations across cities, each year the devotees come up novel ways to pay obeisance to the Lord of good luck and prosperity. A similar gesture has been fulfilled by Birla White Wall Care Putty in association with LinEngage, the experiential marketing arm of MullenLowe Lintas Group.
Together, the two have created ‘BW Ganapati’ – an Android app that works using augmented reality. When the user opens the app and points it towards the Ganapati image in the poster, the Ganapati ‘comes alive’ and can be seen in 3D. The Ganapati is accompanied by an aarti in Marathi and flowers are showered on the idol. The user gets a feeling as if he is performing the aarti of Lord Ganesha.
Highlighting the uniqueness of the initiative, Raman Minhas, Group Creative Director – LinEngage said, “This simple and endearing idea shows how even a routine practice can be turned into an engaging experience by tapping the right technology at the right touchpoint. We hope the experience is leveraged in a big way by people from all walks of life.”
Commenting on the novel initiative, Kedar Rele, Head – Brand & Advertising, Birla White (Unit of UltraTech Cement) said, “As a brand, we at Birla White, always look for innovative opportunities with LinEngage being a channel partner for Painters’ community. This smart idea of interactive poster of Ganapati at Point of Sale has helped us very well. Especially at the beginning of our business season, which also happens to be the festive season. Well done, Team LinEngage.”
The app is available for download on Google Play.